Service and project type

Campaign strategy | Creative ideation, asset creation 

Our relationship

Dentally provides cloud-based practice management software for dentists. In the midst of Covid-19, Organic was asked to help them create a campaign that would give practices confidence to work and thrive in ‘the new normal’.

Problem

Dentally wanted to develop a campaign in response to the global pandemic, demonstrating how their product could support the ‘new normal’ way of working. 

We needed to position Dentally as a solution that ensured dentists could still run their practices smoothly, regardless of what was happening in the world or where they were. Covid made people realise that other disruptive events could happen in the future, so we needed to demonstrate that Dentally’s products and services enable practices to be prepared for any eventuality, minimising the impact on their business.

Solution

We carried out sector-based research to understand dentists’ nervousness around operating during Covid. That highlighted key themes and pain points to acknowledge in the campaign. These were then tied to Dentally’s product, identifying how its range of features could alleviate specific issues.

Our unifying creative idea for the campaign was ‘The future in practice’. A creative execution was then developed, using 1950s ‘Googie’ style illustrations as the basis for ads to give them a distinctive retro-futuristic feel. An initial three concepts were developed, focusing on saving time and money and improving patient comms – addressing the primary issues that occurred as a result of Covid. The creative execution was rolled out across all new campaigns, ensuring consistent visuals and messaging style for every problem Dentally solves.